"Once the idea is no longer just a Taco Bell idea and becomes the customer’s thing, it’s almost like they’re going to socialize for us. They own it. They get convicted about it. The next thing you know, they’re telling their friends they gotta go try it. So the second you can get it to move from, we’re telling you should go try this, to consumers actually advocating for it, that’s when the brand moves into an experience that is worth you repeating."

Taco Bell let the customers have control, and it did it through social, mobile and even had a national TV ad that featured a customer's story. It worked.